Before putting your lead generation strategy into place it's important to make sure your stakeholders are on board. Key items for stakeholders include your proposed plan, budget, success metrics, hiring plan and timeline.
- [Female Instructor] Before you begin to execute on your lead generation program, it will be important to align your organizational stakeholders. Now that you have all of your ducks in a row, it's time to get your entire organization on board so that they understand what you're doing and what the goals are. To ensure that you get headcount, budget, and your strategy approved, you need to align organization stakeholders and build your business case for investing in lead generation. Because in order for a lead generation to work and be successful, there is an initial budget outlay that has to happen and you do need to think through things like headcount and resource allocation.
What will you need in order to present this case to your business stakeholders? You will need your lead generation project plan, your proposed budget. You will also need your success metrics. Make sure to have your hiring plan. Then, of course, your timeline. Who are your stakeholders? Who are the people that you need to inform and get their buy-in? Think through the messaging you need for the following key executives. Your CMO of course.
Your CMO will be the one that will provide you the budget. That's the person that you will need ultimate buy-in of what you're trying to do. VP of Sales is another very important person that you need to align to your efforts. You might need to think through messaging for your CTO. Are you going to be purchasing new technology like marketing automation, CRM, attribution tools? If so, you might need to have your CTO align on what you're attempting to do. Your CFO, so if you need additional budget, if you're looking at headcount, you might need to also include your Chief Financial Officer to let them know what type of budget you need going forward and how that's going to really gain returns for the business on the back end.
Then potentially your CEO as well. Obviously this will make a difference of how big your company is if your CEO is involved in this type of decision-making. But if he or she is, it is important to make sure that they have a full understanding of your plan and the goals, and how you think that this is going to help the bottom line for your organization. What is this type of presentation look like? The best thing that I've seen is giving an actual, formal presentation to the folks in the room. You might need to break them up depending on different groups.
However there is a format that you might want to follow when presenting your full lead generation planned budget and hiring. Here is just a sample of what you might want to include. You want to make sure that you include an agenda, an executive summary so that you can tell the people in the room what a lead generation plan is and why you're going to be doing it. The background, so maybe picking through what are some of those key things that came up as you were doing your benchmarking? What are some of the things that you found in your funnel that needs addressing? Making sure that there is messaging in there that's to the what's in it for them.
Making sure that they understand why this is important and how it's going to help the business. Make sure that you think through and that you present what the actual plan is. I would recommend having this plan for maybe one to two quarters out. Anything longer than that and you might need to amend the plan later on. Sometimes it's better to present just a couple of quarters at once. Make sure that you have your key metrics, what you're going to be measuring. How you're going to get started. So what are some things that you're going to do for foundational things in place to make sure that your lead generation program runs smoothly? You need to include a summary of the different tactics that you will be using.
Then a call to action. What do you need from the stakeholders in the room? Is it budget? Is it headcount? Is it buy-off? Is it them training their sales team? Whatever it is, make sure that you do have an ask. Then, what are the next steps? What are the next steps after this meeting? Will there be a consistent set of meetings that you and your stakeholders will have to make sure that you're all on the same page? Then make sure that you are saying thank you. Success with you lead generation plan will largely depend on getting buy-in from organizational stakeholders that are important to your marketing organization.
Whether it's the CEO your CMO, or your VP of Sales having these people all in a room together and understanding what you're doing with lead generation will ultimately make your more successful and enable you to have more budget for the programs that you're planning.
- Identifying funnel stages
- Defining key goals and metrics
- Deciding on an approach
- Building a lead generation plan and a team
- Aligning with stakeholders
- Choosing a lead generation technology
- Building attractive content
- Generating leads with blogs and social media
- Creating an SEO strategy
- Tracking ad performance
- Increasing visibility through events
- Using paid ads and direct mail
- Qualifying leads
- Measuring campaign effectiveness